Front-Runner

“All customers and leads were being treated equally,” Smith says. “Now we’re changing our contact and segmentation strategies so they focus on the higher opportunity customers and leads from the data research we’ve just done.”

Previously, the data was in several different places. By compiling it in one database, Hodges Badge has gained a common business understanding of its sales results, Smith says. The company plans to test its analysis in the upcoming fall/holiday season when some of its larger mailings are scheduled.